Slides Marketing Quốc tế

1
Bi ging
Marketing quc t
Chuyn 1: Gii thiu v marketing v mi trng marketing
Ging vin : Phm Vn Chin
Trng i hc Ngoi thng
Chuyn 1: Gii thiu v marketing v mi trng marketing
Mc tiu v chc nng ca marketing
Qu trnh pht trin ca marketing
Khi nim marketing
Mi trng marketing
Mc tiu Chuyn 1
Nm vng khi nim marketing, cc khi
nim lin quan, vai tr, mc tiu v qu
trnh pht trin ca marketing.
Tm hiu cc yu t nh hng n hot
ng marketing ca doanh nghip.
I- Khi nim marketing
nh ngha marketing 1
Bn cht ca marketing 2
Cc khi nim c bn trong marketing 3
1. nh ngha marketing
nh ngha 1
(Hip hi marketing M AMA, 1960)
Marketing l hot ng ca doanh nghip
nhm hng cc lung hng ha t ngi
sn xut n ngi tiu dng.
Gii hn:
Trong tiu th sn phm.
nh ngha 2
Marketing l qu trnh ln k hoch, trin
khai vic thc hin k hoch, xc nh sn
phm, gi c, xc tin, truyn b tng,
phn phi hng ha, cung cp dch v
hng ti trao i nhm tha mn mc tiu
ca cc c nhn v cc t chc.
2
nh ngha 2
Marketing l qu trnh ln
k hoch, trin khai vic
thc hin k hoch, xc
nh sn phm, gi c, xc
tin, truyn b tng,
phn phi hng ha, cung
cp dch v hng ti trao
i nhm tha mn mc
tiu ca cc c nhn v
cc t chc.
Khi nim sn phm c m rng
Hng ha, Dch v, tng
Bao trm ton b hot ng
- Xc nh sn phm
- Xc nh gi
- Phn phi
- Xc tin
nh ngha 3
(Gio s M Philip Kotler)
Marketing l mt
dng hot ng ca
con ngi nhm tha
mn nhng nhu cu
v mong mun thng
qua trao i.
nh ngha 3
(Gio s M Philip Kotler)
Marketing l mt
dng hot ng ca
con ngi nhm
tha mn nhng
nhu cu v mong
mun thng qua
trao i.
Khng gii hn lnh vc p dng
Kinh doanh, Chnh tr, Quc phng, Gio dc...
Nhn mnh vic nghin cu nhu cu ca
con ngi trc khi sn xut
(Quan im marketing hin i)
Tm li, marketing l tng th cc hot
ng ca doanh nghip hng ti tha
mn, gi m nhng nhu cu ca ngi
tiu dng trn th trng t c cc
mc tiu kinh doanh ca mnh.
2. Bn cht ca marketing
Bn cht 1
Marketing c phm
vi hot ng rt
rng, l mt qu
trnh lin tc c
im bt u
nhng khng c
im kt thc.
Marketing bt u
bng vic nghin
cu th trng,
pht hin nhu cu
v cung cp sn
phm tha mn
nhng nhu cu .
Bn cht 2
Marketing gip
doanh nghip
theo ui li
nhun ti u ch
khng phi li
nhun ti a.
Li nhun ti u:
L mc li nhun
cao nht t c
trong khi vn tho
mn cc mc tiu
kinh doanh khc.
3
Bn cht 3
Marketing l s
tc ng tng h
gia hai mt ca
mt qu trnh
thng nht.
- Tha mn nhu
cu hin ti.
- Gi m nhu cu
tim nng
Bn cht 4
Marketing cung
cp ci th trng
cn ch khng
phi cung cp ci
m doanh nghip
sn c.
- Tp trung vo
nhu cu ca ngi
mua.
3. Cc khi nim c bn trong marketing
Th
trng
Lng
cu
Sn
phm
Trao
i
Nhu
cu
Giao
dch
c
mun
3.1 Nhu cu (Needs)
Nhu cu l g?
Theo Philip Kotler:
Nhu cu l cm gic thiu ht mt ci gi
m con ngi cm nhn c.
Nhu cu l kh nm bt, vic nghin cu
nhu cu cng kh kh khn.
3.1 Nhu cu (Needs)
Nhu cu hin ti
L nhu cu thit yu
v ang c p
ng trong hin ti
Nhu cu
Nhu cu tim tng
Phn loi nhu cu
xut hin
Xut hin ri
nhng do
nhiu nguyn
nhn m cha
c p ng
Cha xut hin
Bn thn ngi
tiu dng cng
cha bit n
3.1 Nhu cu (Needs)
M hnh thp nhu cu ca Maslow
T khng nh
c tn trng
Tnh cm x hi
An ton
Tm sinh l
55
44
33
22
11
4
3.1 Nhu cu (Needs)
Kt lun: Hc thuyt nhu cu ca Maslow
Nhu cu ca con ngi pht trin t thp n cao,
t n gin n phc tp.
Khi cc nhu cu c bn c tha mn, th mi
ny sinh cc nhu cu cp bc cao hn.
S phn nh nhu cu vo cc cp bc cn ty
thuc vo bi cnh x hi.
Mc tha mn nhu cu ca mi ngi l khc
nhau.
3.2 c mun (Wants)
c mun l g?
Theo Philip Kotler:
c mun l mt nhu cu c dng c th,
tng ng vi trnh vn ha v nhn cch ca
c th.
Khi con ngi gn nhu cu vi mt sn
phm c th,khi ngi ta c c mun
3.2 c mun (Wants)
Nhu cu a dng c mun cng
a dng hn.
Cc yu t nh hng n c mun:
Vn ho
C tnh ngi tiu dng
Trnh ca ngi tiu dng
Thi quen tiu dng
3.3 Lng cu (Demands)
Lng cu l g?
Lng cu l c
mun b gii hn bi
kh nng thanh ton.
Lng cu
Nhu cu
c mun
3. Cc khi nim c bn 3.4 Sn phm (Products)
Sn phm l g?
Sn phm l tt c nhng g c th tha mn
c nhu cu ca ngi tiu dng.
Khng ch gii hn trong vt th vt cht
- Sn phm hu hnh
- Sn phm v hnh
5
3.4 Sn phm (Products)
Cc mc tha mn nhu cu ca sn phm
Tha mn hon ton
Sn phm
Nhu cu
Khng tha mn
Sn phm
Nhu cu
Tha mn mt phn
Sn phm
Nhu cu
3.5 Trao i (Exchange)
Khi nim
Trao i l hnh vi nhn c mt ci g v
cung cp mt vt g thay th.
Trao i l c s tn ti ca marketing
Marketing ch tn ti khi m con ngi
quyt nh p ng nhu cu ca mnh
thng qua trao i.
1
T bo m
2
n xin
3
Chim ot
4
Trao i
iu kin trao i
1. t nht phi c hai bn.
2. Mi bn phi c mt th g c gi tr i vi
bn kia.
3. Mi bn phi c kh nng thc hin vic lu
thng v cung cp hng ha ca mnh.
4. Mi bn phi hon ton c t do trong vic
chp nhn hay khc t li ngh ca bn kia.
5. Mi bn phi tin tng vo tnh hp l hay hp
mun trong vic quan h vi pha bn kia.
3.6 Giao dch (Transaction)
Khi nim
Giao dch l mt cuc trao i nhng vt c gi
tr gia hai bn.
Giao dch l n v o lng c bn ca
trao i.
3.6 Giao dch (Transaction)
iu kin c giao dch
1. t nht phi c hai vt c gi tr.
2. Nhng iu kin giao dch c tha thun.
3. Thi gian giao dch c n nh.
4. a im thc hin giao dch c tha thun.
6
3.7 Th trng (Market)
Khi nim
Th trng l ni c nhng nhu cu cn c
p ng.
Thi trng khng nht thit phi l mt
a im c th.
II- Qu trnh pht trin ca marketing
T hin tng n khoa hc 1
Marketing truyn thng v marketing hin i 2
Cc quan im kinh doanh trong marketing 3
Trit l marketing
4
1. T hin tng n khoa hc
1905
1908
1928
1970
T chc marketing
thng mi u tin
c thnh lp M
Mn marketing ln
u tin c a
vo ging dy trn
th gii
(Harvard University)
Pht trin sang
cc nc XHCN
Hip hi marketing va
qung co c
thnh lp ti M, i
tn thnh AMA 1973
2. Marketing truyn thng v marketing hin i
Xt v ni dung thut ng marketing:
Truyn thng: C tnh cht chc nng tiu th.
Hin i: Mang tnh cht trit l kinh doanh.
Marketing truyn thng
u Th k 20 Cui nhng nm 1950
Mc tiu: Tiu th bt k loi sn phm no m
doanh nghip c kh nng sn xut.
Khi th trng bo ha: Khng cn ph hp
Mt cn i cung cu Khng hong tha
1929-1933, 1937-1938, 1953-1954, 1957-1958
Marketing hin i
u nhng nm 1960
Marketing hin i l tt c cc hot ng ca doanh
nghip, cc hot ng ny phi da trn c s hiu
bit v lng cu ca ngi tiu dng, v s thay
i ca n trong tng lai gn v xa.
Mc tiu: Pht hin ra nhng nhu cu cha c
p ng v nh hng sn xut vo vic p ng
nhng nhu cu .
7
Nh vy, thay v tm mt (1) tiu
th mt (2), by gi cn phi to ra
mt (3) cho mt (4) c
nghin cu trc. chnh l qu trnh
pht trin t marketing truyn thng n
marketing hin i.
Sn xut
nhiu hn
Sn xut
tt hn
Sn xut
theo nhu cu
th trng
3. Cc quan im kinh doanh trong marketing
Concept Concept
55
22
44
33
11 Production
concept
Societal marketing concept
Marketing
concept
Product
concept
Selling
concept
3.1 Quan im hon thin sn xut
Quan im
Quan im hon thin sn xut khng nh rng
ngi tiu dng s c thin cm vi nhng sn
phm c bn rng ri v gi c phi chng, v
th m doanh nghip phi tp trung n lc vo
hon thin sn xut v nng cao hiu qu ca h
thng phn phi.
SN PHM
By bn
rng ri
NGI TIU DNG
DOANH NGHIP
Nng cao
hiu qu
phn phi
Gi c
phi chng
Hon thin
sn xut
Kt qu ca quan im hon
thin sn xut
Tnh hung 1: CU > CUNG
Doanh nghip s c gng sn xut
cng nhiu cng tt.
Tnh hung 2: CU < CUNG
Doanh nghip tm cch gim gi
thnh: Tng nng sut, Gim chi ph
3.2 Quan im hon thin sn phm
Quan im
Quan im hon thin sn phm khng nh
rng ngi tiu dng s a thch nhng sn
phm c cht lng cao nht, c tnh nng s
dng tt nht, v vy doanh nghip phi tp
trung vo vic thng xuyn hon thin sn
phm.
8
SN PHM
Cht lng
cao nht
NGI TIU DNG
DOANH NGHIP
Tnh nng
tt nht
Hon thin
sn phm
Kt qu ca quan im hon thin sn phm
t tnh n kin khch hng khi thit k sn phm.
Khng nghin cu sn phm ca i th cnh tranh.
Sn phm cha thuyt phc c ngi tiu dng
Saturn Aura
2007: Saturn Aura
1998: Hng ti dng
xe hng sang
1990: Khai sinh Saturn
General Motors Hng xe hng u th gii sut 77 nm lin
Ti sao mt sn phm c cht lng tt vn
cha thuyt phc c ngi tiu dng???
Bn thn
sn phm
Tiu th v
qung co
3.3 Quan im bn hng
Quan im
Quan im bn hng (quan im tng cng n
lc thng mi) khng nh rng ngi tiu dng
s khng mua nhiu sn phm ca doanh nghip
nu nh doanh nghip khng c nhng n lc
ng k trong cc lnh vc tiu th v khuyn
mi.
3.3 Quan im bn hng
Kt qu ca quan im bn hng
Mang n nhng thnh cng ng k cho DN
Sai lm khi ng nht marketing vi bn hng v
qung co.
Tiu th ch l phn ni
ca ni bng marketing
9
3.3 Quan im bn hng
Mc ch ca marketing khng nht thit l
y mnh tiu thu. Mc ch ca n l nhn
bit v hiu khch hng k n mc sn
phm lm ra s p ng ng th hiu ca
khch hng v t n c tiu thu.
(Peter Drucker)
3.3 Quan im bn hng
3/2006: Ra i
9/2006: Hn 100 CH
Vn u t: 1000 t VND
Cui 2007: ng ca
Ti sao mt sn phm c cht lng tt vn
cha thuyt phc c ngi tiu dng???
Tiu th v
qung co
Bn thn
sn phm
3.4 Quan im marketing
Quan im
Quan im marketing khng nh iu kin ban
u t c nhng mc tiu ca doanh
nghip l xc nh c nhu cu va mong mun
ca cc th trng mc tiu, p ng cc mong
mun y bng nhng phng thc c hiu qu
mnh m hn so vi i thu cnh tranh
Phn bit Quan im bn hng - Quan im marketing
Quan im bn hng:
Tp trung vo nhu cu ngi bn
Quan im marketing:
Tp trung vo nhu cu ngi mua
i tng quan
tm ch yu
Cc phng tin
t ti mc tiu
Mc tiu cui cng
Thu li nhun
nh tng lng
hng bn ra
Thu li nhun
nh m bo
nhu cu NTD
Quan i Quan i m m b bn n h hng ng
Quan i Quan i m marketing m marketing
N lc thng
mi v cc
PP kch thch
Sn phm
Nhng n lc
tng hp ca
marketing
Nhu cu ca
khch hng
mc tiu
10
8h sng ngy 11/7/2008
3.5 Quan im marketing mang tnh o c - x hi
Quan im
Quan im marketing mang tnh o c - x
hi khng nh rng nhim v ca doanh nghip
l xc nh nhu cu, mong mun v li ch ca
cc th trng mc tiu v tha mn chng
bng nhng phng thc c hiu qu hn (so
vi i th cnh tranh) ng thi gi nguyn hay
cng c mc sung tc cho ngi tiu dng v
cho ton x hi.
3.5 Quan im marketing mang tnh o c - x hi
Ngi tiu dng
(Tha mn mong mun)
Doanh nghip
(Li nhun)
X hi
(Mc sung tc ca mi ngi)
Tng tc
nhn thc
Sc p
Sc p
Ngy nay
Trc 1970
Trc th chin II
4. Trit l marketing
Cty E
Cty A
Cty B
Cng ty D
Cty C
Bi ton chia phn chic bnh!
4. Trit l marketing
Trit l marketing hng ni
DN t coi mnh l trung tm
Cc nh k thut c vai tr quyt nh
M hnh t chc hnh thp
Nhn s vt vi nhn quan
tnh ti.
DOANH
NGHIP
Quan im sn xut
4. Trit l marketing
Trit l marketing hng ni
u im
Tnh chuyn mn ho cao
Vn bn ho cc nguyn tc, quyt nh
Nhc im
Quyn lc tp trung
Khng thch ng nhanh vi bin i ca th
trng
11
4. Trit l marketing
Trit l marketing hng ngoi
Hot ng hng ra bn ngoi
Mang tnh phi tp trung, theo nguyn tc phn quyn
Lun thch ng vi nhng thay i
ca mi trng kinh doanh
DOANH
NGHIP
Quan im marketing
4. Trit l marketing
Cc doanh nghip s lun phi thch ng vi mt
th gii lun thay i. Do vy cn phi c sc
sng to, s mm do, linh hot v nng ng
nhm p ng tt nhng nhu cu lun thay i
ca khch hng.
Bit lng nghe khch hng, hiu h, hiu nhu
cu ca h v sau l cung ng nhng sn
phm ph hp vi mong mun ca h.
1. Mc tiu ca marketing
M Mc tiu c tiu
Li nhun
Li th cnh tranh
An ton trong kinh doanh
Li nhun
L thc o hiu qu kinh doanh ca doanh nghip.
To ra li nhun bng cch m bo tha mn nhu
cu ca ngi tiu dng.
Li th cnh tranh
c to ra trn c s bit mnh, bit ngi, bit
pht huy im mnh ca mnh.
An ton trong kinh doanh
Marketing gip doanh nghip phn tch v phn on
nhng bin ng ca th trng
Nm bt c hi, hn ch ri ro.
An ton nh vo vic phn chia ri ro bng cch a
dng ha.
a dng ha th trng
a dng ha sn phm.
2. Chc nng ca marketing
1 2 3 4
Nghin cu
tng hp v
th trng
Hoch nh
chin lc
kinh doanh
T chc
thc hin
chin lc
Kim tra,
nh gi,
hiu chnh
12
IV- Mi trng marketing
Khi nim 1
nh hng n hot ng ca DN 2
Phn loi mi trng marketing 3
1. Khi nim
Mi trng Marketing l tp hp
cc yu t c th nh hng n
hot ng kinh doanh ca doanh
nghip trn th trng.
2. Phn loi mi trng marketing
Cn c vo bin gii doanh nghip
Mi trng bn trong
Mi trng bn ngoi
Cn c vo phm vi tc ng
Mi trng v m
Mi trng vi m
Cn c vo kh nng kim sot ca doanh nghip
Mi trng quc gia
Mi trng quc t
Foreign Trade University, 2012.
1
Bi ging
Marketing quc t
Chuyn 2: Nghin cu th trng
Trng i hc Ngoi thng
Chuyn 2: Nghin cu th trng
Nghin cu khch hng
Khi qut v th trng
I- Khi qut v th trng
nh ngha th trng, nghin cu th trng 1
Phn loi th trng v NCTT 2
Cc khi nim th trng thng gp 3
1. nh ngha th trng
+S hnh thnh trao i tp trung
T cung t cp
Ng dn Th sn
Th gm Nng dn
Trao i tp trung
Ng dn Th sn
Th gm Nng dn
TH TRNG
Trao i phn tn
Ng dn Th sn
Th gm Nng dn
1. nh ngha th trng v NCTT
+ Theo quan im truyn thng
Th trng l ni din ra trao i, l ni tin hnh
cc hot ng mua bn.
+ Philip Kotler:
Th trng l tp hp nhng ngi mua sn
phmca doanh nghip, gm nhng ngi mua
hin ti v nhng ngi mua tim nng.
+ i vi doanh nghip, di gc nhn marketing
Th trng l ni c nhng nhu cu cn c
p ng
1. nh ngha th trng v NCTT
+ Nghin cu th trng
Nghin cu th trng l vic tp hp, thu thp v
phn tch d liu v th trng, con ngi, knh
phn phi cung cp nhng thng tin hu ch
trong vic a ra cc quyt nh marketing.
2
2. Phn loi th trng v NCTT
+Phn loi th trng
Cn c vo v tr ca sn phm trong ti sn xut:
Th trng tiu dng & th trng doanh nghip.
Cn c vo tm quan trng ca th trng:
Th trng chnh & th trng ph.
Cn c vo tnh cht kinh doanh:
Th trng bn bun & th trng bn l.
Cn c vo quan h cung cu:
Th trng ngi bn & th trng ngi mua
+Phn loi th trng
Cn c vo lnh vc kinh doanh:
Th trng hng ho, th trng dch v, th trng sc
lao ng, th trng ti chnh
Cn c vo i tng lu thng:
Th trng tng mt hng c th & th trng nhm
hng/ngnh hng.
Cn c vo phm vi lu thng:
Th trng dn tc, th trng khu vc, th trng th
gii.
+Phn loi nghin cu
Mc tiu nghin cu, cch thc nghin
cu, c im thng tin, cch x l d liu,
tn sut nghin cu, mc am hiu th
trng,...
3. Cc khi nim th trng thng gp
+Th trng hin ti:
th phn ca doanh nghip trong tng dung lng th
trng.
+Th trng tim nng:
mt phn khch hng trong th phn ca i th
cnh tranh v mt phn trong s nhng ngi cha
tham gia tiu dng sn phm
+Th trng l thuyt
th trng hin ti + th trng tim nng
3. Cc khi nim th trng thng gp
+Th trng hn hp:
bao gm th phn ca DN v th phn ca i th
cnh tranh
+Th trng thc nghim:
ni bn th nghim sn phm mi ca DN
II- Nghin cu khch hng
Phn loi khch hng 1
Nghin cu khch hng c nhn 2
Nghin cu khch hng t chc 3
3
1. Phn loi khch hng
+Nhn chung, c th coi khch hng l ngi:
c nhu cu,
c kh nng thanh ton,
sn sng tha mn nhng nhu cu thng
qua trao i.
1. Phn loi khch hng
+Phn loi khch hng
Ngi tiu dng cui cng (v gia nh h),
Cc nh bun,
Nh sn xut, nh nhp khu nc ngoi,
Chnh ph v cc c quan thuc b my
nh nc
2. Nghin cu khch hng c nhn
+Cc yu t nh hng n quyt nh mua
hng ca KH c nhn
Vn ho
X hi
C nhn
Tm l
+Nhm yu t vn ha
Vn ha l nn tng ca nhu cu v hnh
vi ca con ngi.
Vn ha l yu t c nh hng su rng
nht n hnh vi mua hng ca ngi tiu
dng.
+Nhm yu t x hi
Ngi tiu dng c phn theo cc nhm
tham vn x hi: gia nh, bn b, ng
nghip, tn gio,
Cc nhm x hi tc ng n hnh vi ca
ngi mua nh th no?
Hnh thnh li sng v nhng hnh vi mi, nh
hng n thi v nhn thc c nhn.
Gy ra nhng p lc c nhn tng thch
vi nhng c im chung.
+Nhm yu t c nhn
C nh hng nht nh n hnh vi ngi
tiu dng.
tui, ngh nghip v iu kin kinh t,
li sng , t cch v nhn thc c nhn
4
+Nhm yu t tm l
Cc quyt nh mua hng ca ngi tiu
dng c nhn b nh hng bi 4 yu t tm
l chnh:
ng lc: xut pht t nhu cu bn thn
Nhn thc: qu trnh chn lc, sp xp v din gii
cc thng tin c c
Hc hi: thay i hnh vi t kinh nghim
Nim tin v thi : hnh thnh t qu trnh hc hi
+Quy trnh ra quyt nh mua hng:
O thc nhu cu
O Tm kim thng tin
O nh gi cc phng n
O Quyt nh mua
O Hnh vi sau mua
+ thc nhu cu
Nhng nhu cu no pht sinh?
Ci g lm cho nhu cu xut hin?
Chng hng con ngi n sn phm
c th nh th no?
+Tm kim thng tin
Quy tc 7 ca Miller:
Ngi tiu dng ch c kh nng tm kim
v la chn trong 72 sn phm (nh cung
cp).
+Tm kim thng tin
Cc ngun thng tin
Ngun thng tin kinh nghim thc t: cm nhn bng
gic quan, s dng hng ha
Ngun thng tin c nhn: Gia nh, bn b,
Ngun thng tin ph thng: Bo, Tivi,
Ngun thng tin thng mi: Qung co, bao b sn
phm, hi ch, trin lm
+nh gi cc phng n
Cc thuc tnh ca hng ha:
VD: Thuc tnh ca Tivi l m thanh, mu sc,
nt, nh sng
Ngi tiu dng s nh gi mc quan
trng ca tng thuc tnh i vi bn thn h.
Nim tin ca ngi tiu dng vo nhn hiu
hng ha: Da trn s nh gi cc thuc
tnh theo mc .
5
+Quyt nh mua
Nhng nh hng n quyt nh mua
Thi ca nhng ngi khc.
Nhng yu t tnh hung bt ng.
Ngi lm marketing cn lm cho qu trnh t
nh mua hng n quyt nh mua c din ra
nhanh chng v sun s.
+Hnh vi sau mua
Hi lng:
Mua nhiu hn, thng xuyn hn
Nhn xt tt vi nhng ngi xung quanh.
Khng hi lng
Khng s dng, hoc tr li sn phm
Khng mua trong tng lai
C nhng nhn xt khng tt.
3. Nghin cu khch hng t chc
+Cc yu t nh hng n quyt nh mua
hng:
Mi trng xung quanh
c im ca t chc
Tng tc c nhn
C nhn.
+Nhng yu t mi trng xung quanh:
Tnh trng kinh t hin ti v tng lai,
Cc s kin chnh tr, tin b khoa hc k thut,
Hot ng ca i th cnh tranh.
+Nhng yu t c im ca t chc mua:
Mi khch hng l t chc u c nhng mc tiu
ring, phng php ring, c cu v h thng t
chc ring.
Ai quyt nh mua
Phng php nh gi
+Nhng yu t c nhn v tng tc c
nhn:
Cc c im ca t chc,
Cc quan h c nhn
c im c nhn ca ngi mua hng.
6
+Quy trnh ra quyt nh mua hng:
C thc v nhu cu
C M t khi qut nhu cu
C nh gi sn phm
C Tm hiu nhng ngi cung cp
C Yu cu cho hng
La chn ngi cung cp
C Lm cc th tc t hng
nh gi cng vic ca ngi cung ng.
Hanoi, 2012.
1
Bi ging
Marketing quc t
Chuyn 3: Cc cng c xy dng chin lc marketing
Ging vin: Phm Vn Chin
Trng i hc Ngoi thng
Chuyn 3: Cc cng c xy dng chin lc marketing
Cc loi chin lc marketing ph bin
Cc cng c ch yu
Khi qut v chin lc marketing
1. Khi qut v chin lc marketing
Khi nim
Chin lc Marketing l tp hp cc quyt nh
Marketing ca doanh nghip cn thc hin cho c
mt thi gian di nht nh trong mi trng hot
ng nhm thc hin nhng mc tiu nh.
1. Khi qut v chin lc marketing
C s xy dng chin lc marketing
Quy trnh STP
Segmentation: Phn on th trng
Targetting: La chn th trng mc tiu
Positioning: nh v
Quy trnh STP
1. Phn on th trng
Khi nim
Phn on th trng l qu trnh phn chia
th trng tng th thnh cc nhm trn
c s nhng im khc bit v nhu cu,
mong mun v cc c tnh.
Phn on th trng
1
1
1
3
3
2 a
a
b
a
b
b 1a
1a
1b
3a
3b
2b
A. Khng phn on B. Phn on hon ton
C. Phn on theo mc
thu nhp (1,2,3)
D. Phn on theo
nhm tui (a,b)
E. Phn on ng thi theo
mc thu nhp v nhm tui
2
Phn on th trng
Mc ch:
Gip DN tip cn d dng v hiu qu hn da trn
nhng on th trng ng nht.
Gip DN thy r c cu ngi tiu dng trn th
trng trn cc kha cnh khc nhau.
Gip DN la chn c th trng mc tiu thch hp.
Gip DN pht hin ra nhng khe h ca th trng, t
tn dng c nhng li th cnh tranh.
Gip DN ti a ha li nhun trn mt n v sn
phm.
Phn on th trng
Yu cu i vi vic phn on th trng
Mi phn on phi tht r rng
Mi phn on phi m bo tnh kh thi
Thch hp vi vic s dng cc bin php marketing
Phn on phi theo trnh t hp l
Phn on th trng
Cc tiu thc phn on th trng tiu dng
Theo yu t a l
Theo yu t nhn khu hc
Theo yu t tm l
Theo yu t hnh vi
Cc tiu thc phn on
Theo yu t a l
i hi phi chia th trng thnh nhng n v a l
khc nhau: Khu vc, Quc gia, Vng, Tnh
Quyt nh marketing c th a ra:
Trong mt hay nhiu vng a l
Trong tt c cc vng nhng c ch n im khc bit v
nhu cu v s thch ca tng vng.
Cc tiu thc phn on
Theo yu t nhn khu hc
Ngi mua c phn thnh cc nhm theo tui,
gii tnh, hc vn, thu nhp, tn gio
L cc yu t ph bin nht phn on th trng
Cc tiu thc phn on
Theo yu t tm l
Ngi mua c phn thnh cc nhm theo cc c
im tng lp x hi, li sng, nhn cch.
c im
Theo tng lp x hi: H lu, trung lu, thng lu
Theo li sng: Truyn thng, hin i, yu i, nng ng
Kiu nhn cch: Nhit tnh, c on, nhiu tham vng
3
Cc tiu thc phn on
Theo yu t hnh vi
Ngi mua c phn thnh cc nhm cn c vo l
do mua hng, li ch tm kim, cng tiu dng,
mc trung thnh
c im
L do mua hng: Gip DN nng cao mc s dng sn phm
Li ch tm kim: Nhng li ch chnh m KH trng i
Mc trung thnh: trung bnh, cao, tuyt i, khng
Phn on th trng
Cc tiu thc phn on th trng cng
nghip
Ngnh kinh t
Quy m doanh nghip mua hng
Khi lng n t hng
Loi hnh s hu ca DN mua hng
Phn on th trng
nh gi mc hp dn ca 1 phn on
Qui m ca th trng (tng doanh thu, tng sn
lng tiu th, tng nhu cu)
Tc pht trin (t l phn trm pht trin hng nm
so vi nm trc)
Mc cnh tranh (s lng i th v mc
cnh tranh)
Qui m khch hng (sc mua ca khch hng)
Quy trnh STP
2. La chn th trng mc tiu
Khi nim
Th trng mc tiu l mt hoc vi on th
trng m DN la chn v hng ti tp
trung n lc marketing vo nhm t
c mc tiu kinh doanh ca mnh.
Quy trnh STP
Yu cu i vi th trng mc tiu
Tp trung ln nhu cu v cu
Doanh nghip c kh nng p ng tt
Lng cu ph hp vi khi lng sn phm m
DN c kh nng cung cp
m bo mc tiu doanh s, li nhun
C trin vng trong tng lai
Vic thm nhp th trng l kh thi
Mi trng cnh tranh t khc lit
Quy trnh STP
Cc phng n la chn th trng mc tiu
Tp trung vo mt phn khc th trng
Chuyn mn ho c chn lc
Chuyn mn ho sn phm
Chuyn mn ho th trng
Phc v ton b th trng
4
Quy trnh STP
M
1
M
2
M
3
P
1
P
2
P
3
Quy trnh STP
3. nh v
Khi nim
nh v sn phm l vic xc nh v th sn
phm ca doanh nghip trn th trng so
vi sn phm ca i th cnh tranh.
Quy trnh STP
3. nh v
L do phi nh v
Do yu cu tt yu ca vic cnh tranh.
Do qu trnh nhn thc ca khch hng
Do gii hn ca nhng thng ip truyn
thng .
Quy trnh STP
3. nh v
Cc cn c nh v
Chnh sch marketing-mix ca doanh nghip
Nhng thuc tnh sn c ca sn phm
Thng qua biu tng ca sn phm
Khong trng ca th trng...
nh v
Cc bc tin hnh nh v sn phm
Bc 1: Tin hnh phn on th trng, la chn th
trng mc tiu theo ng yu cu ca Marketing
Bc 2: nh gi thc trng nh v SP ca DN
nh gi tng quan v bn thn SP theo trnh t 5 cp SP.
nh gi tng quan gia sn phm v cc thnh phn khc
ca Marketing-mix, xem 4P hp l cha.
nh gi tng quan gia DN v i th cnh tranh.
nh v
Cc bc tin hnh nh v sn phm
Bc 3: Chn hnh nh v v th cho nhn hiu, SP
ca DN trn bn nh v.
DN la chn v tr no trn th trng mc tiu
Bc 4: Son tho chng trnh Marketing-mix
thc hin chin lc nh v la chn.
Bc 5: Cn c vo cc kt qu t c nh
gi hiu qu ca vic thc thi k hoch nh v SP.
5
Quy trnh STP
3. nh v
Ti nh v (repositioning)
Ti nh v sn phm l vic xc nh li v th sn
phm ca doanh nghip trn th trng so vi sn
phm ca i th cnh tranh nhm ph hp vi s
thay i ca th trng mc tiu hoc chin lc
kinh doanh ca DN.
Quy trnh STP
3. nh v
Ph nh v (depositioning)
Ph nh v (hay ti nh v i th cnh tranh) l vic
xc nh v th sn phm ca doanh nghip trn th
trng so vi sn phm ca i th cnh tranh
nhm lm yu i nh v ca i th.
II- Cc cng c ch yu
Ma trn TOWS 1
La chn n v kinh doanh chin lc 2
Chui gi tr ca doanh nghip 3
1. Ma trn TOWS
2. La chn n v kinh doanh chin lc
Khi nim
n v kinh doanh chin lc (Strategic Business
Unit SBU) l lnh vc, ngnh ngh hay sn phm
m doanh nghip nn tp trung ngun lc u t,
pht trin v khai thc.
Cn gi l trng im kinh doanh
Cc m hnh la chn SBU
M hnh GE (General Electric)
M hnh BCG (Boston Consulting Group)
6
M hnh GE (General Electric)
Ma trn GE da vo 2 tiu ch: S hp dn ca
ngnh kinh doanh v V th cnh tranh ca SBU vi
3 tiu ch l Thp Trung bnh - Cao
Ma trn GE bao gm 3 khu vc chnh
M hnh GE
V th cnh tranh ca SBU
S
p

d
n

c
a

n
g
n
h
Cao Trung bnh Thp
Cao
u t
tng trng
u t
tng trng
Tng trng
hoc rt lui
Trung bnh
u t chn
lc tng
trng
Tng trng
hoc rt lui
Thu hoch
Thp
Tng trng
hoc rt lui
Thu hoch Loi b
M hnh GE
Khu vc 1
Gm 3 gc bn tri pha trn,
Cc SBU nm trn cc ny c c hi pht
trin, cng ty nn tp trung ngun lc vo
cc SBU ny.
M hnh GE
Khu vc 2
Gm 3 nm trn ng cho phi
Cc SBU cn cn thn khi ra quyt nh u
t tng trng, thu hp, hoc rt lui khi
ngnh
M hnh GE
Khu vc 3
Gm 3 nm gc bn phi pha di,
Cc SBU ny yu v v th cnh tranh v
ngnh kinh doanh khng hp dn nn tp
trung cho chin lc thu hoch v loi b
M hnh GE
Cc bc xy dng ma trn GE
Bc 1: nh gi mc hp dn ca ngnh
Chn t nht 10 yu t th hin s hp dn ca ngnh
Xc nh trng s tm quan trng (vi tng bng 1)
nh gi mc hp dn ca tng yu t (thang im 1-5,
1: khng hp dn, 5: rt hp dn)
Cng im mc hp hn
Xc nh v tr ca mc hp dn theo chiu dc GE
7
M hnh GE
Cc yu t Trng s im s Gi tr
Qui m th trng 0.15 4 0.6
Tng trng th trng 0.15 4 0.6
T sut li nhun bnh qun 0.15 5 0.75
S lng i th cnh tranh 0.1 3 0.3
Vn 0.05 2 0.1
S lng nh cung cp 0.1 4 0.4
Cc chnh sch u i 0.1 4 0.4
S pht trin cng ngh ca ngnh 0.05 3 0.15
Tnh chu k ca nhu cu 0.05 4 0.2
S lng cc sn phm thay th 0.1 3 0.3
Tng cng 1 3.8
M hnh GE
Bc 1: Xc nh mc hp dn ca ngnh
T 1.00 - 2.33: Thp
T 2.34 - 3.67: Trung bnh
T 3.68 5.00: Cao
Ngnh kinh doanh c hp dn tng i cao (3.8).
M hnh GE
Bc 2: Xc nh v th cnh tranh ca SBU
Chn t nht 10 yu t th hin v th cnh tranh ca SBU
Xc nh trng s tm quan trng (vi tng bng 1)
nh gi v th cnh tranh ca tng yu t (thang im 1-5,
1: khng cnh tranh, 5: rt cnh tranh)
Cng im v th cnh tranh
Xc nh v tr ca v th cnh tranh theo chiu ngang GE
M hnh GE
Cc yu t Trng s im s Gi tr
Th phn
0.1 4 0.4
Cht lng sn phm
0.2 3 0.6
Kh nng phn phi
0.05 4 0.2
Uy tn nhn hiu
0.15 3 0.45
Gi thnh n v sn phm
0.1 2 0.2
Cng ngh sn xut
0.05 4 0.2
Hiu qu qung co
0.1 3 0.3
Quy m sn xut
0.05 2 0.1
Kh nng ti chnh ni b
0.1 4 0.2
Kh nng R & D
0.1 3 0.3
Tng cng 1 3.15
M hnh GE
Bc 2: Xc nh v th cnh tranh ca SBU
T 1.00 - 2.33: Thp
T 2.34 - 3.67: Trung bnh
T 3.68 5.00: Cao
SBU c v th cnh tranh trung bnh (3.15)
M hnh GE
Bc 3: Xc nh v tr ca SBU trn ma trn SE
Biu hin bng mt hnh trn:
Tm l giao im gia v tr ca mc hp dn ca ngnh vi v th
cnh tranh ca SBU,
ln ca vng trn ph thuc vo qui m ngnh,
Phn biu din th phn ca SBU trong ngnh
Bc 4: Xc nh phng n chin lc cho SBU
8
M hnh GE
M hnh BCG
M hnh BCG (hay ma trn tng trng - th phn),
da vo 2 tiu ch: Tc tng trng ca th
trng v Th phn tng i ca doanh nghip theo
2 mc cao v thp.
4 trng thi khc nhau i vi mi SBU: du hi,
ngi sao, b sa hay tin mt, ch ch.
M hnh BCG M hnh BCG
du hi
Hot ng kinh doanh trn th trng c mc tng
trng cao, th phn mc thp
DN thm nhp th trng khi trn th trng c
DN hng u tham gia
Hot ng kinh doanh i hi nhiu vn u t: nh
xng, my mc, thit b.
Hot ng kinh doanh c trin vng ln v li nhun
v tng trng trong di hn
M hnh BCG
ngi sao
Hot ng kinh doanh c mc tng trng ngnh
cao, th phn ln
DN c li th v cnh tranh v c hi pht trin
Hot ng kinh doanh ny c kh nng sinh li ln
nht.
M hnh BCG
b sa (hay tin mt)
thp, nhng th phn cao
L lnh vc kinh doanh khng cn c hi pht trin
trong di hn, nhng hot ng ny i hi t vn
u t v tip tc sn sinh ra nhiu li nhun.
9
M hnh BCG
ch ch
thp, th phn thp
L lnh vc kinh doanh khng c trin vng pht trin
i hi t vn u t nhng li nhun khng cao v
vy DN nn sm loi b khi th trng.
III- Cc loi chin lc marketing ph bin
Cn c theo cc phng n la chn th
trng mc tiu
Marketing khng phn bit
Marketing phn bit
Marketing tp trung
Marketing khng phn bit
Coi ton b ngi ngi tiu dng trn th
trng l th trng mc tiu
Doanh nghip khng ch n vic phn
on th trng
Marketing c phn bit
Da vo kt qu phn on th trng, phn
tch tim lc ca i th
La chn mt vi phn on lm th trng
mc tiu
Marketing tp trung
Da vo kt qu ca phn on th trng
Doanh nghip ch chn mt phn on tt
nht lm th trng mc tiu
Cn c theo cc thnh phn ca marketing-
mix
Cc chin lc sn phm
Cc chin lc gi
Cc chin lc phn phi
Cc chin lc xc tin v h tr kinh doanh
10
Hanoi, 2012.
1
Bi ging
Marketing quc t
Chuyn 4: Marketing - mix
Ging vin: Phm Vn Chin
Trng i hc Ngoi thng
Chuyn 4: Marketing - mix
Phn phi
Gi
Sn phm
Xc tin
I- Khi nim v cc thnh phn c bn
+Khi nim
Marketing hn hp (marketing-mix) l s
kt hp c th cc thnh phn c bn ca
marketing nhm t c nhng mc tiu
t ra v p ng c i hi ca th
trng mc tiu.
I- Khi nim v cc thnh phn c bn
+Cc thnh phn c bn ca marketing
4Ps : Product (sn phm), Price (gi), Place
(phn phi), Promotion (xc tin).
7Ps trong marketing dch v: B sung 3P
People (con ngi)
Process (quy trnh)
Physical Environment (c s vt cht)
Cc thnh phn c bn ca marketing
II- Sn phm
Khi nim, phn loi 1
Cc cp cu thnh sn phm 2
Vng i sn phm 3
2
1- Khi nim v phn loi
+Khi nim
Sn phm l tt c nhng g c th cung
cp cho th trng nhm tha mn nhu cu
hay c mun ca th trng m c lut
php cho php.
+Phn loi sn phm
Theo thi hn s dng v hnh thi tn ti
Hng ha lu bn
Hng ha s dng ngn hn
Dch v
+Phn loi sn phm
Theo thi quen mua hng
Sn phm c s dng thng ngy
Sn phm mua ngu hng
Sn phm mua khn cp
Sn phm mua c la chn
Sn phm c cc nhu cu c th
Sn phm cho cc nhu cu th ng
+Phn loi hng t liu sn xut
Vt t v chi tit
Ti sn c nh
Vt t ph v dch v
2. Cc cp cu thnh sn phm
Li ch ct li
Sn phm hin thc
Sn phm mong i
Sn phm b sung
Sn phm tim nng
+Li ch ct li
L gi tr s dng hay cng dng ca sn phm.
Cn gi l sn phmct li, sn phm tng
L iu m khch hng quan tmv i hi nhm
tha mn tt nht nhu cu
L mc tiu m khch hng theo ui
3
+Sn phmhin thc
L nhng c im chung v kt cu cc b phn ca
sn phm c th hin di dng vt cht thc t
nh: hnh dng, kch thc, mu sc, k c nhn hiu,
bao b sn phm.
Quyt nh li ch ct li ca sn phm.
Cn c ci tin v b sung thng xuyn.
+Sn phmmong i
L tp hp nhng thuc tnh v nhng iu kin m
ngi mua thng mong i v hi lng khi mua
sn phm.
L nhng g m khch hng mong c s dng tt
sn phm.
Mc ch nhm tha mn tt hn nhu cu v mong
mun ca khch hng.
+Sn phmb sung
L phn tng thm vo sn phm hin thc nhng
dch v hay li ch khc phn bit mc u vit v
sn phm m doanh nghip cung cp so vi sn
phm ca i th cnh tranh.
i hi hon thin sn phm mc cao hn.
Thng din ra cc nc pht trin
Nc ang pht trin: Cnh tranh bng SP mong i.
+Sn phmtim nng
L ton b nhng yu t i mi, thm vo sn phm
m ngi mua nhn c trong tng lai.
L ni doanh nghip tm kim phng php mi
tha mn nhu cu khch hng.
3. Vng i sn phm
+Khi nim
Vng i sn phm l khong thi gian tn ti ca
sn phm trn th trng k t khi sn phm c
thng mi ho cho n khi b loi b khi th trng
Vit tt l NPLC (National Product Life Cycle)
Thng mi ho: Khc vi Sn xut, Bn th.
3. Vng i sn phm
+Cc yu t nh hng n NPLC di hay ngn
Bn thn sn phm
Cc yu t mi trng
Cng dng ca sn phm thay th
Nhu cu ca ngi tiu dng
4
3. Vng i sn phm
+Cc giai on ca vng i sn phm
Giai on thm nhp
Giai on tng trng
Giai on chn mui
Giai on suy tn
Cc giai on ca NPLC
+Thmnhp
Khi lng sn phm bn ra, doanh s ca sn phm
mc thp.
Chi ph, nht l chi ph qung co - rt cao
Li nhun hu nh cha c, doanh nghip phi tm
thi chp nhn l vn
Mc tiu chnh ca giai on ny: thm nhp c
vo th trng, thu ht khch hng tng doanh s.
Cc giai on ca NPLC
+Tng trng
Khi lng SP c tiu th ngy cng tng ln
Gi thnh SP tng bc gim xung do chi ph c
ct gim, quy m sn xut ca DN c m rng
Chi ph qung co gim so vi giai on 1
Bt u thu li nhun v mc li nhun ny ngy
cng tng ln.
Cc giai on ca NPLC
+Chn mui
Doanh s tng mnh v t mc cao nht
Li nhun t max
Cui giai on, sau khi t cc i, doanh s v li
nhun c duy tr mc bo ho mt thi gian, ri
bt u gim xung.
Cc giai on ca NPLC
+Suy tn
Doanh s bn ngy cng gim mnh
Li nhun gim
Chi ph tng ln
Gii php tnh th ko di vng i
Gim gi bn
Tng qung co, ci thin phn phi
Cng c cht lng sn phm
Nng cao dch v h tr
3. Vng i sn phm
+ ngha ca vic nghin cu vng i SP
DN hiu r c quy lut vn ng ca vng i SP
qua tng giai on c th phi hp c hiu qu
marketing-mix.
Nm c bin ng v chi ph, doanh s v li
nhun trong tng giai on.
Ch ng trong kinh doanh, tn dng c thi c
kinh doanh.
Kp thi b sung sn phm mi trn c s chin lc
pht trin sn phm.
5
III- Gi
Cc cn c nh gi in hnh 1
Quy trnh nh gi ti u 2
1. Cc cn c nh gi in hnh
+Cc cn c nh gi:
Chi ph v xc nh im ho vn
co gin ca cu theo gi
Tm l v cm nhn ca khch hng
1.1 Chi ph v xc nh im ho vn
Cc loi chi ph
Chi ph mua nguyn vt liu: gi mua, vn chuyn, lu kho
Chi ph sn xut: khu hao TSC, tin lng cng nhn
Chi ph bn bun: giao dch, vn chuyn, kho hng, MKT
Chi ph bn l: vn chuyn, bo qun, marketing, lng NV
Tnh gi da trn chi ph:
Gi bn = Gi thnh + % li nhun d kin
Trong :
- Gi thnh: l s tin m ngi bn b ra sn phm sn
sng n tay ngi mua (tnh trn 1 n v SP).
- % li nhun d kin tnh theo: Gi thnh, Tng chi ph,
Chi ph c nh, Chi ph bin i, Li tin gi
Xc nh im ho vn (Breakeven Point - BP)
Khi nim: im ha vn l im xc nh tng mc doanh
thu bng tng mc chi ph.
Sn lng ho vn l s sn phm c sn xut ra cn
phi bn b p s vn m doanh nghip u t.
Doanh thu ho vn l gi tr tin hng ca sn lng ho
vn m doanh nghip thu v: DTHV = Gi bn x SLHV
Phn tch chi ph xc nh im ho vn
Chi ph c nh (FC): L nhng chi ph khng thay i khi
sn lng Q thay i trong mt thi gian nht nh.
FC khng i nhng FC/Q li thay i
Chi ph bin i (VC): L nhng chi ph thay i tc thi khi
sn lng Q thay i.
VC thay i nhng VC/Q li gn nh khng i
6
Cng thc xc nh sn lng ho vn:
BP = F / (P-V)
Trong :
BP: Sn lng ho vn
F: Tng chi ph c nh (FC)
V: Chi ph bin i / 1 n v SP (VC/Q)
P: Gi bn (1 n v SP)
Doanh thu ho vn: DTHV = P x BP
1.2 co gin ca cu theo gi
Cu ph thuc vo
Tnh hnh cung cp (s lng, cht lng sn phm)
Hot ng marketing ca doanh nghip
Mc cp thit ca sn phm
Mi trng kinh doanh
Mc thu nhp ca ngi tiu dng
Mc gi cao hay thp
Khi nim
co gin ca cu theo gi l t l so snh gia
co gin ca cu tng ng vi co gin ca
gi, trong co gin ca cu l kt qu co gin
ca gi.
ngha
Gip doanh nghip nhn bit c lng cu s
thay i nh th no khi mc gi thay i.
Cng thc:
Q
1
- Q
0
% thay i ca cu Q
0
E
d
= =
% thay i ca gi P
1
- P
0
P
0
Cc trng hp ca h s E
d
|E
d
| > 1 :
Cu co gin cao trc s bin ng ca gi
Khi gi bin i 1% th cu bin i > 1%
|E
d
| = 1 :
Cu co gin n v
Khi gi bin i 1% th cu cng bin i 1%
Cc trng hp ca h s E
d
|E
d
| < 1 :
Cu t co gin trc s bin i ca gi
Khi gi bin i 1% th cu bin i < 1%
E
d
= 0 :
Cu khng co gin
7
1.3 Tm l v cm nhn ca khch hng
Thng thy :
Cc sn phm phi vt cht
Cc sn phm m s hiu bit ca khnh hng v
sn phm, nhn hiu, gi ca i th cnh tranh
cn hn ch
1.3 Tm l v cm nhn ca khch hng
Mt s xu hng thng thy:
Khi hn ch v s hiu bit SP (thng hiu, gi)
Hoi nghi v mc gi ban u
Coi gi l ch s phn nh cht lng SP
Xu hng so snh vi mc gi tham kho
Cm nhn v SP thng qua ch s gi (sn phm
ng cp, sn phm bnh dn)
2. Quy trnh nh gi ti u
+6 bc nh gi:
CXc nh mc tiu ca chnh sch gi
CXc nh lng cu
CXc nh chi ph
CPhn tch gi v sn phm ca i th
CLa chn phng php nh gi
La chn mc gi c th
IV- Phn phi
Mc ch, yu cu v chc nng 1
Phng thc, knh, lung phn phi 2
1. Mc ch, yu cu v chc nng
+Cc hot ng marketing trong phn phi
thu thp thng tin,
cung cp ti chnh,
chia s ri ro,
la chn v trng by sn phm,
xc tin, nh gi, phn phi vt cht v dch v khch
hng.
+Mc ch ca phn phi
Cn bng cung - cu;
Chuyn giao quyn s hu t ngi sn xut n
ngi tiu dng;
Cung cp thng tin v nhn phn hi;
Xy dng hnh nh ca doanh nghip.
8
+Yu cu i vi hot ng phn phi
2
NG
A IM
1
NG HNG
3
NG
THI GIAN
4
CHI PH
THP NHT
4R Right product , Right place, Right time , Right cost (minimum cost)
+Chc nng ca phn phi
Thu thp thng tin ;
Xc tin ;
m phn ;
Cung cp ti chnh ;
Phn phi vt cht ;
Hon thin sn phm ;
Chia s ri ro.
2. Phng thc, knh, lung phn phi
2.1 Phng thc phn phi
Khi nim: Phng thc phn phi l cch thc m
sn phm c lu chuyn t nh sn xut n
ngi tiu dng cui cng.
Cc phng thc phn phi:
Phng thc phn phi trc tip
Phng thc phn phi gin tip
+Phng thc phn phi trc tip
Khi nim: L hot ng phn phi sn phm trc
tip t ngi sn xut n ngi tiu dng khng
thng qua trung gian.
V d:
Hng bn qua website ca nh sn xut
Hng bn qua ca hng gii thiu sn phm ca
nh sn xut
+Phng thc phn phi trc tip
u im:
Ch ng quyt nh lng hng phn phi
Kim tra, gim st cht ch cc hot ng phn phi
Phn ng kp thi vi nhng din bin ca th trng
Khng phi phn chia li nhun
Nhc im:
DN phi u t lng vn rt ln vo hot ng phn phi
Ngun lc b phn tn
+Phng thc phn phi gin tip
Khi nim: Phng thc phn phi gin tip l phn
phi sn phm thng qua h thng trung gian.
V d:
Bn hng qua h thng siu th
Bn hng qua i l, ca hng tp ho
Bn hng qua website ca nh phn phi
9
+Phng thc phn phi gin tip
u im:
Khng phi u t ngun lc vo hot ng phn phi
Tn dng c nhng kinh nghim ca trung gian phn phi
Tn dng mi quan h vi cc i tc ca trung gian.
Nhc im:
Gim bt quyn ch ng phn phi ca DN
DN khng kim sot c hot ng phn phi
Khng phn ng nhanh vi s thay i ca th trng
Li nhun b chia s
2.2 Knh phn phi
Khi nim: Knh phn phi l mt chui nhng c
nhn hay t chc c lp tham gia lu chuyn lung
hng ha t NSX n ngi tiu dng cui cng.
Cc loi knh phn phi:
Knh phn phi trc tip (knh 0)
Knh phn phi gin tip
Knh ngn (knh cp 1)
Knh di (knh cp 2, knh cp 3...
+Knh phn phi trc tip (knh 0)
Khi nim: L knh phn phi ch bao gm nh sn
xut v ngi tiu dng cui cng.
Cc phng thc ca knh 0
Bn hng n tn h gia nh
Bn hng qua th t hng
Bn hng qua h thng vin thng
Bn hng qua h thng ca hng ca nh sn xut
u im
y nhanh tc lu thng hng ha
DN ch ng trong hot ng phn phi
DN quan h trc tip vi khch hng
Thng tin t ngi sn xut n ngi tiu dng
chnh xc v kp thi
DN khng phi chia s li nhun
Nhc im
Qun l rt phc tp, u t nhiu vn v nhn lc
Doanh s bn ph thuc vo trnh ca lc lng
bn hng
Ch p dng vi nh sn xut c quy m nh v th
trng hp
+Knh ngn (knh cp 1)
Khi nim: Knh ngn (knh phn phi cp 1) bao gm
hot ng bn hng thng qua mt loi hnh trung gian.
u im
Vn tn dng c nhng u im ca knh phn
phi trc tip
Gim bt mt phn chc nng lu thng, gim bt
nhn lc, vn u t vo phn phi
10
+Knh di (knh cp 2, knh cp 3)
Khi nim: Knh di l knh phn phi bao gm mng
li cc trung gian phn phi.
u im
Tnh chuyn mn ha trong phn phi cao
Hot ng phn phi linh hot
Kh nng tha mn nhu cu ca th trng cao
+Knh di (knh cp 2, knh cp 3)
Nhc im
Nh sn xut khng tip xc trc tip vi khch
hng nn thng tin thu c l thng tin th cp
Hot ng qun l phc tp
ri ro cao (nu cc trung gian d tr lng hng
ln)
+i vi hng tiu dng
Knh 0: NSX NTD
K. cp 1: NSX NBL NTD
K. cp 2: NSX NBB NBL NTD
K. cp 3: NSX i l/Mi gii NBB NBL NTD
+i vi hng cng nghip
Knh 0:
NSX Doanh nghip mua
Knh cp 1:
NSX i din hoc Nh phn phi CN DNM
Knh cp 2:
NSX i din Nh phn phi CN DNM
2.3 Lung phn phi
Cc dng lu chuyn (lung) trong phn phi:
Lung hng ho
Lung quyn s hu
Lung tin t
Lung thng tin
Lung xc tin trong phn phi
c Gio trnh marketing l thuyt (tr.140, 141)
V- Xc tin
Mc ch v cc chin lc xc tin 1
M hnh truyn thng v cc cng c xc tin 2
11
1. Mc ch v cc chin lc xc tin
+Mc ch ca chnh sch xc tin
y mnh vic bn hng
To li th cnh tranh cho doanh nghip
Truyn t thng tin v DN v SP n ngi tiu dng
L v kh cnh tranh trn thng trng
Cc chin lc xc tin
+Chin lc ko
Khi nim: Chin lc ko l chin lc thu ht, li
ko khch hng mua sn phm ca doanh nghip mnh
c im
Khch hng mc tiu ca chin lc ko l ngi tiu dng
cui cng.
Mc tiu ca chin lc ny l tc ng trc tip n ngi
tiu dng khin cho h tm mua sn phm ca DN.
Cng c: qung co, hi ch trin lm, hi ngh khch hng
Cc chin lc xc tin
+Chin lc y
Khi nim: L chin lc xc tin trong doanh
nghip s dng h thng knh phn phi bn sn
phm ca doanh nghip mnh.
c im
Mc ch ca chin lc y l xc tin kinh doanh i vi cc
trung gian phn phi.
Cng c ch yu l: gim gi, chu chi ph qung co, chi ph
o to nhn vin
Cc chin lc xc tin
+So snh Chin lc ko v Chin lc y
Ging nhau: u l chin lc xc tin kinh doanh
Khc nhau:
i tng m chin lc ko hng ti l NTD cui cng,
i tng ca chin lc y l cc trung gian phn phi.
Cng c chin lc ko s dng ch yu l qung co
Cng c ca chin lc y ch yu thng qua nhng u i
dnh cho nh phn phi.
M hnh truyn thng
Ngi
gi
M ho Gii m
Ngi
nhn
Phng tin
truyn thng
Thng
ip
Nhiu
Lin h
ngc
Phn
ng p
li
Cc cng c xc tin ph bin
1
Qung co
2
Quan h
cng chng
3
Hi ch
trin lm
thng mi
4
Bn hng
c nhn
12
Cc cng c xc tin ph bin
5
Vn minh
Thng mi
7
Marketing
Trc tip
6
Xc tin
mua bn
1. Qung co
+Khi nim
D tho lut qung co: Qung co l gii thiu n
cng chng v hot ng kinh doanh hng ho, dch
v ( bao gm dch v c mc ch sinh li v dch v
khng c mc ch sinh li).
Qung co l vic s dng cc phng tin khng
gian v thi gian truyn tin nh trc v sn phm
hay th trng cho ngi bn l hay ngi tiu th
1. Qung co
+Mc ch ca qung co
Qung co l mt thng ip c p li.
Qung co thng a thng tin trn cc phng
tin thng tin i chng nh truyn hnh, bo ch
Mc ch ca qung co l thng bo, thuyt phc
ngi tiu dng v sn phm h quan tm, tin
tng ri tin ti mua sn phm
Qung co gip xy dng hnh nh doanh nghip
1. Qung co
+Cc nhm phng tin qung co
Nhm phng tin nghe nhn
Nhm phng tin in n
Nhm phng tin qung co ngoi tri
Nhm phng tin qung co di ng
Qung co bng cc s kin k l
1. Qung co
+Cc phng tin qung co
Nhm phng tin nghe nhn
Truyn hnh.
Pht thanh
Internet
1. Qung co
Nhm phng tin in n
Bo
Tp ch
Catalogue, t ri, poster, lch qung co
13
1. Qung co
Nhm phng tin qung co ngoi tri
Hp n qung co
n mu
Bin qung co in t
Pa-n qung co
1. Qung co
Nhm phng tin qung co di ng
Qung co trn phng tin giao thng
Qung co trn cc vt: o, M
Dng on ngi qung co
2. PR - Quan h cng chng 2. Quan h cng chng
+Khi nim
Cng chng l bt c nhm ngi no c mi quan
tm hay nh hng hin ti hoc tim nng n kh
nng t c nhng mc tiu ca doanh nghip.
Khch hng, ngi dn, gii truyn thng, cc c quan
chnh quyn, i tc, nhn vin
Quan h cng chng (PR public relation) l nhng
bin php kch thch nhu cu ca ngi tiu dng
mt cch gin tip
2. Quan h cng chng
+Vai tr ca PR
Tr gip doanh nghip tung ra sn phm mi
Bo v nhng sn phm ang gp rc ri vi cng
chng trn th trng
H tr cho vic ti nh v SP giai on chn mui
Gy nh hng ti mt nhm khch hng c th
Xy dng nhng hnh nh v doanh nghip
2. Quan h cng chng
+Cc ni dung c bn ca hot ng PR
Quan h vi gii truyn thng
T chc cc s kin ca doanh nghip.
i ph vi ri ro v khc phc cc s c.
Cc hot ng ti tr cng ng.
Cc hot ng phi thng mi trc tip vi KH
14
3. Hi ch trin lm thng mi
+Khi nim (Lut thng mi nm 2005)
Hi ch, trin lm thng mi l hot ng xc tin
thng mi c thc hin tp trung trong mt thi
gian v ti mt a im nht nh thng nhn
trng by, gii thiu hng ho, dch v nhm mc
ch thc y, tm kim c hi giao kt hp ng
mua bn hng ho, hp ng dch v.
3. Hi ch trin lm thng mi
+c im
Quy t c mt lng khch hng ln
nh gi nhanh phn ng ca ngi tiu dng
nh gi i th cnh tranh
Trng by v gii thiu sn phm
4. Bn hng c nhn
+Khi nim
Bn hng c nhn l cng c ca chin lc
xc tin trong nhn vin bn hng s trc
tip gp g, thuyt phc khch hng mua sn
phm ca doanh nghip.
Mc ch chnh l gii thiu, qung b hnh
nh ca sn phm, doanh nghip.
4. Bn hng c nhn
+Quy trnh bn hng c nhn
Bc 1: iu tra v nh gi
Bc 2: Chun b
Bc 3: Tip cn khch hng
Bc 4: Trnh by v gii thiu sn phm
Bc 5: X l cc thc mc ca khch hng
Bc 6: Kt thc
Bc 7: Kim tra
5. Vn minh thng mi
+Khi nim
Vn minh thng mi th hin qua tt c cc hot
ng ca doanh nghip nhm tho mn ngy cng
tt hn nhu cu a dng ca khch hng
+Th hin:
Tr s lm vic
Phong thi lm vic ca nhn vin
Hnh thc vn bn, ti liu
a im ca hng
6. Xc tin mua bn
+Khi nim
Xc tin mua bn l nhm cng c xc
tin s dng hn hp cc cng c c
ng, kch thch mua bn sn phm nhm
tng nhanh nhu cu v sn phm.
15
6. Xc tin mua bn
+Cc hnh thc khuyn mi
(Lut thng mi Vit Nam, 2005)
1. Dng th hng mu min ph
2. Tng qu
3. Gim gi
4. Tng phiu mua hng
5. Phiu d thi
6. Cc chng trnh may ri
7. T chc chng trnh khch hng thng xuyn
8. Chng trnh vn ha, ngh thut, gii tr.
7. Marketing trc tip
+Khi nim
Marketing trc tip c gng kt hp c
3 yu t l qung co, xc tin mua bn
v bn hng c nhn i n bn
hng trc tip khng qua trung gian.
7. Marketing trc tip
+Cc cng c
Catalog
Th trc tip
Marketing qua in thoi
Marketing trc tip trn truyn hnh
Marketing trc tip trn truyn thanh, tp ch.
E-marketing
Hanoi, 2012.
1
Bi ging
Marketing quc t
Chuyn 5: Mi trng marketing quc t
Trng i hc Ngoi thng
Chuyn 5: Mi trng marketing quc t
Mi trng vi m 2
Mi trng v m 3
Mi trng quc t 4
Bi cnh ra i marketing quc t 1
1. Bi cnh ra i marketing quc t
Thnh tu ca
cch mng
khoa hc k
thut ln th 2
1.
Hng ro bo
h sn xut ni
a ca cc
quc gia trn
th gii
2.
S ra i ca
cc cng ty
xuyn quc gia
3.
2. Mi trng vi m
Khi nim
Mi trng Marketing vi m l nhng lc
lng, nhng yu t c quan h trc tip
vi tng cng ty v tc ng n kh nng
phc v khch hng ca n.
2. Mi trng vi m
Tc ng ca mi trng vi m n hot
ng marketing
Lc lng bn trong cng ty
Nh cung ng
Trung gian marketing
i th cnh tranh
Cng chng
Khch hng
L nhng yu t thuc ni b doanh nghip.
Cc yu t thuc lc lng bn trong
Mi trng Ti chnh
Mi trng Nhn s
Mi trng Cng ngh
Mi trng Vn ha doanh nghip
2
Mi trng ti chnh
L kh nng ti chnh ca DN, phn nh quy
m, sc mnh ca DN trn th trng.
nh gi kh nng ti chnh ca DN thng
qua ch tiu g?
vn,
kh nng huy ng vn,
hiu qu s dng vn
Mi trng nhn s
nh gi mi trng nhn s cn c vo:
Quy m, c cu v c im ngun nhn lc
Chin lc nhn s ca doanh nghip
Chin lc tuyn dng v b tr nhn lc
Chin lc o to v pht trin nhn lc
Mi trng nhn s
Quy m, c cu v c im ngun nhn lc
Tng s CB, NV trong doanh nghip
T l CB, NV chia theo tui, gii tnh, trnh
hc vn
Ch i ng cho CB,NV (lng, thng...)
K lut lao ng, tinh thn lao ng
Mi trng nhn s
Chin lc tuyn dng v b tr NNL
Hnh thc, tiu chun, quy trnh tuyn dng
Cch thc phn cng v b tr nhn vin.
Tng chi ph tuyn dng, c cu chi ph tuyn
dng, chi ph tuyn / nhn vin mi.
Tng s nhn vin mi / tng s nhn vin, h s
n nh, ti sao nhn vin ngh vic.
Chi ph trung bnh thay th mt nhn vin...
Mi trng nhn s
Chin lc o to v pht trin NNL
C cu v s lng, s lt ngi cc kho o to
Hnh thc, ni dung v cc chng trnh o to.
C s xc nh nhu cu o to.
S ph hp gia o to v s dng
Tng chi ph o to, chi ph o to trung bnh
nh gi kt qu o to (KPI).
Mi trng cng ngh
Yu t phn nh trnh cng ngh ca DN
S lng pht minh sng ch, b quyt k thut
Trnh cng ngh chung ca DN
Chin lc pht trin cng ngh
Nng lc ca DN trong hot ng nghin cu v
pht trin (R&D)
Ngn sch ca DN dnh cho hot ng R&D
3
Mi trng vn ho doanh nghip
Edgar H.Schein - chuyn gia nghin cu cc
t chc :
Vn ho doanh nghip l tng hp nhng
quan nim chung m cc thnh vin trong
cng ty hc c trong qu trnh gii quyt
cc vn ni b v x l cc vn mi
trng xung quanh.
Mi trng vn ho doanh nghip
Cc yu t cu thnh VHDN
Trit l kinh doanh
o c kinh doanh
Vn ho doanh nhn
Cc hnh thc vn ho khc (kin trc doanh
nghip; cc nghi l, biu tng, khu hiu, n
phm...)
Mi trng vi m
Nh cung ng
Mc tp trung ca cc NC
Tm quan trng ca s lng SP i vi NC
S khc bit ca cc NC
nh hng ca cc yu t u vo i vi chi ph
hoc s khc bit ha sn phm,
Mi trng vi m
Nh cung ng
Chi ph chuyn i ca cc DN trong ngnh,
S tn ti ca cc NC thay th,
Nguy c tng cng s hp nht ca cc nh cung
ng
Chi ph cung ng so vi tng li tc ca ngnh.
Mi trng vi m
Trung gian marketing
T chc trung gian
bn
(Reseller)
Cng ty chuyn t chc
lu thng hng ha
(Physical distribution
firms)
T chc cung ng dch
v Marketing
(Marketing services
agencies)
Cc t chc ti chnh
(Financial intermediaries)
Mi trng vi m
i th cnh tranh
Cc ro cn nu mun thot ra khi ngnh,
Mc tp trung ca ngnh: Ch s CR ?
L tng th phn ca 4 hng ln nht trong ngnh
Chi ph c nh/gi tr gia tng,
Tnh trng tng trng ca ngnh,
Tnh trng d tha cng sut,
4
Mi trng vi m
i th cnh tranh
Khc bit gia cc sn phm,
Chi ph chuyn i sn phm,
Tnh c trng ca nhn hiu hng ha,
Tnh a dng ca cc i th cnh tranh,
Tnh trng sng lc trong ngnh.
Mi trng vi m
i th cnh tranh
Mt s ng thi cnh tranh thng thy:
Thay i gi To ra li th ngn hn
Tng s khc bit ca sn phm
S dng knh phn phi mt cch sng to
Khai thc mi quan h vi cc nh cung ng
Mi trng vi m
Cng chng
L tp hp cc i tng c th gy nh
hng n hiu qu hot ng kinh doanh
ca doanh nghip
Mi trng vi m
Cng chng
gii ti chnh (financial publics)
gii truyn thng (media publics)
c quan nh nc (government publics)
cc t chc qun chng (citizen-action publics)
cng chng khu vc (local publics)
cng chng i th (general publics)
cng chng ni b (internal publics)
Mi trng vi m
Khch hng
Mt s yu t tc ng t khch hng
V th mc c, s lng ngi mua,
Thng tin m ngi mua c c,
Tnh nhy cm i vi gi,
S khc bit ha sn phm,
Mc sn c ca hng ha thay th,
ng c ca khch hng.
3. Mi trng v m
Khi nim
Mi trng Marketing v m l nhng lc lng
trn bnh din x hi rng ln. N tc ng n
quyt nh marketing ca cc doanh nghip trong
ton ngnh, thm ch trong ton b nn kinh t
quc dn v do n nh hng n c cc lc
lng thuc mi trng marketing vi m.
5
3. Mi trng v m
Tc ng ca mi trng v m n hot
ng marketing
Nhn khu hc
Kinh t
T nhin
Cng ngh
Chnh tr
Vn ho
3. Mi trng v m
Mi trng nhn khu hc
M t nhng c trng c bn nht lin quan n
con ngi mi quc gia
Cc yu t thuc mi trng nhn khu hc quc t
Dn s th gii: dung lng th trng th gii tng
S phn chia dn s theo tui khng ng u gia cc
quc gia
Chng tc trn th gii: quc gia a chng tc, quc gia t
chng tc
3. Mi trng v m
Mi trng nhn khu hc
Cc yu t thuc mi trng nhn khu hc
quc gia
Dn s: S dn, mt , tc , tui, gii tnh
Quyt nh dung lng th trng
Quy m v c cu h gia nh
nh hng n lng hng ha tiu dng
Xu hng kt hn, ly hn, cc kiu h gia nh
3. Mi trng v m
Mi trng kinh t
Nghin cu mi trng kinh t th gii
Nhm nc nng nghip lc hu
Nhm nc xut khu nguyn liu th
Nhm cc nc cng nghip mi (NICs)
Cc nc cng nghip pht trin
3. Mi trng v m
Mi trng kinh t
Nhm nc nng nghip lc hu, km
pht trin l th trng nhp khu tim nng
cho nhng sn phm g?
L th trng tiu th 1 phn ln SP nng sn cn
1 phn trao i hng ho khng c kh nng
sn xut nh my mc, hng tiu dng
3. Mi trng v m
Mi trng kinh t
Nhm nc xut khu nguyn liu th l
th trng tim nng ca nhng sn phm
g?
S hu mt s ti nguyn nh du m, than
L th trng tim nng cho cc sn phm t,
my mc thit b, hng tiu dng
6
3. Mi trng v m
Mi trng kinh t
Nhm nc cng nghip mi (NICs) l th
trng tim nng ca nhng sn phm g?
Sn xut nhng nc ny pht trin nhanh
C nhu cu nhp khu nguyn liu sn xut
hng tiu dng nh dt may
3. Mi trng v m
Mi trng kinh t
Nhm nc cng nghip pht trin l th
trng tim nng ca nhng sn phm g?
Xut khu hng ho cho cc nc khc
Nhp khu nguyn vt liu th v bn thnh
phm.
3. Mi trng v m
Mi trng kinh t
Nghin cu mi trng kinh t quc gia
Mc thu nhp, phn b thu nhp theo tng lp
Phn b chi ph trong thu nhp
Tc pht trin kinh t ca quc gia
T l lm pht, gim pht
T gi hi oi v cn cn thanh ton quc t
C cu, chnh sch kinh t quc gia
3. Mi trng v m
Mi trng t nhin
Mi trng t nhin th gii: Vi 3 xu hng
Khan him nguyn liu nhim Qun l
t ra thch thc
To ra th trng cho cc gii php kim sot nhim
(c bit l khu sn xut, bao gi)
3. Mi trng v m
Mi trng t nhin
Mi trng t nhin quc gia
Phn tch v tr a l quc gia
Kh hu, thi tit
H thng giao thng cng bin
C s h tng ca quc gia
3. Mi trng v m
Mi trng cng ngh
Marketer cn theo di cc xu hng sau:
S tng tc ca vic thay i cng ngh
S thay i ngn sch R&D
Mi trng cng ngh lun thay i.
Cn hp tc cht ch vi b phn R&D,
nghin cu hng theo th trng nhiu hn.
Hu qu khng mong mun ca i mi
7
3. Mi trng v m
Mi trng chnh tr
Bao gm cc th ch chnh tr, chnh sch
ca chnh ph, h thng cc vn bn php
quy, cc o lut, b lut v cc quy nh,
hng dn thi hnh ca tng quc gia.
Chnh sch chnh tr ca quc gia nh hng nh
th no i vi hot ng kinh doanh ca doanh
nghip?
3. Mi trng v m
Mi trng chnh tr
Lut trong kinh doanh dng :
Gii quyt tranh chp gia cc doanh nghip
Bo v ngi tiu dng
Bo v li ch x hi
Marketer phi nm vng nhng o lut bo
v cnh tranh, ngi tiu dng v x hi.
3. Mi trng v m
Mi trng chnh tr
4 h thng lut trn th gii:
Lut hi gio
Lut bt thnh vn (Common Law)
Lut thnh vn (Civil Law Code Law)
Lut x hi ch ngha
3. Mi trng v m
Mi trng chnh tr
Lut Hi gio:
Bt ngun t kinh Coran, c p dng ti cc
nc hi gio
C s ca Lut Hi gio l din gii kinh Coran,
bao gm cc kha cnh th tc iu chnh hnh vi
ca mi con ngi.
Lut hi gio cm tr li
3. Mi trng v m
Mi trng chnh tr
Lut bt thnh vn:
p dng cc nc Anh, M
C s ca Lut l nhng tp qun, nhng n l
trong qu kh
Din gii v tnh trng, quy nh ca php l v
cch x n trong qu kh
3. Mi trng v m
Mi trng chnh tr
Lut thnh vn:
p dng ti Php v mt s quc gia khc
Bt ngun t lut La M
Da trn c s h thng y nhng quy tc
lut php c vn bn ho
Nhng quy nh trong Lut thnh vn thng
chung chung v c th p dng trong nhiu
trng hp
8
3. Mi trng v m
Mi trng chnh tr
Lut x hi ch ngha
p dng ti cc nc XHCN
Lut ny xoay quanh nhng khi nim c bn v
chnh sch kinh t, chnh tr, x hi ca chnh ph
3. Mi trng v m
Mi trng chnh tr
Kt lun:
Nghin cu mi trng chnh tr ca nc xut
khu: l mi trng c nh hng ln n DN
xut khu
Nghin cu mi trng chnh tr ca nc nhp
khu
Nghin cu mi trng lut php quc t nh
Incoterms 2010, UCP 600
3. Mi trng v m
Mi trng vn ho
X hi m con ngi ln ln trong nh
hnh nim tin c bn, gi tr v cc chun
mc ca h.
Con ngi hp th, hu nh mt cch khng
thc, mt th gii quan xc nh mi quan
h ca h vi chnh bn thn mnh, vi
ngi khc, vi t nhin v vi v tr.
3. Mi trng v m
Mi trng vn ho
Gio dc: chnh sch pht trin gio dc, h thng
o to, trnh hc vn...
Tn gio v mc nh hng n x hi
Quan im v o c, thm m, li sng
Phong tc tp qun: nh hng n thi quen v tp
tnh mua hng
Ngn ng.
4. Mi trng quc t
Cc kh khn khi thm nhp th trng
nc ngoi
Nhng hn ch v thng mi (restrictions on
trade) gia cc quc gia.
Nhng thay i v thu quan (tariffs) v hn ngch
(quotas) ca chnh ph nc ngoi
Cc bin php kim sot hi gi (exchange
controls) ca chnh ph nc ngoi
Cc ro cn thng mi phi thu quan
4. Mi trng quc t
H thng thng mi quc t
GATT
WTO
Cc khu vc thng mi t do khu vc
EU (European Union Lin minh chu u):
NAFTA (North American Free Trade Agreement - Hip
nh thng mi t do Bc M)
CAFTA (Central American Free Trade Agreement Hip
nh thng mi t do Trung M):
9
4. Mi trng quc t
nh hng ca mi trng quc t n DN
Bo h (protectionism)
t ra cc ro cn thu quan, hn ngch v phi thu
quan nhm bo v th trng ni a.
S dng cc ro cn php l, hi oi, ... i vi mt s
hng ha m quc gia khng khuyn khch nhp
khu.
Cc doanh nghip trong nc phi hp vi nhau dng
nn cc ro cn gia nhp ngnh i vi hng nhp khu.
4. Mi trng quc t
Cc ro cn thng mi (trade barriers)
Thu quan (Tariffs)
Hn ngch v giy php nhp khu (Quotas and Import
Licenses)
Cc bin php hn ch xut khu t nguyn (VERs)
Cc bin php ty chay v cm vn (Boycotts &
Embargos)
Cc ro cn tin t (Monetary Barriers)
4. Mi trng quc t
Cc ro cn thng mi (trade barriers)
Cc tiu chun k thut (Standards)
Cc hnh pht bn ph gi (Antidumping Penalties)
Cc khon tr cp trong nc v cc gi kch thch kinh
t (Domestic Subsidies and Economic Stimuli)
1
Bi ging
Marketing quc t
Chuyn 6: Ni dung v phng php nghin cu th trng
trong marketing quc t
Trng i hc Ngoi thng
Chuyn 6: Ni dung v phng php NCTT
Ni dung nghin cu th trng 1
Phng php nghin cu th trng 2
1. Ni dung nghin cu th trng
1.1 Nghin cu tng th
Cho php DN c ci nhn u tin mang
tnh cht tng th v h thng, t nhanh
chng nh gi c hi, kh nng v cch
tip cn cng cc bc i tip theo mt
cch hp l.
1.1.1 Phn tch PESTEL
Phn tch PESTEL
1. Tm ra cc yu t nh hng.
2. Xc nh cc thng tin tc ng n cc
yu t ny.
3. a ra kt lun t nhng thng tin .
Phn tch PESTEL
Chnh tr
Th ch chnh tr, mc quan liu
T do bo ch
Chnh sch s dng lao ng
Chnh sch thu, bo h...
Quy nh bo v mi trng, quyn li NTD
Kh nng xy ra chnh bin
2
Phn tch PESTEL
Kinh t
Giai on ca chu k kinh doanh
Chi ph nhn cng
Tc ng ca ton cu ho, ca cng ngh
Nhng thay i trong mi trng kinh doanh
Phn tch PESTEL
Vn ho x hi
Sc kho, trnh hc vn, tnh nng ng
Phong cch, quan im sng
Quan im ca bo ch, nhng k th trong x hi
Nhng thay i vn ho, x hi
Phn tch PESTEL
Cng ngh
Tc ng ca cng ngh trng im
Tc ng ca internet
Hot ng R&D
nh hng ca chuyn giao cng ngh
1.1.2 Ngun thng tin, c s d liu
www.vnex.com (Cng thng tin XK quc gia)
www.ttnn.com.vn (th trng nc ngoi)
www.intracen.org/marketanalysis/
www.vietrade.gov.vn
...
1.1.2 Ngun thng tin, c s d liu
Trademap: Bn thng tin thng mi
Market Access Map: Bn thng tin cc
ro cn thm nhp th trng
Investment Map: Bn thng tin v u t
1.1.3 Cch thc la chn th trng nh hng
Cn c la chn th trng nh hng
Quy m, tc tng trng th trng
Ch s hp dn th trng
V d: GRDI (ch s pht trin th trng phn phi bn l
ton cu ca AT Kearney)
iu kin c s h tng (giao thng, cng ngh,
thu t ai...)
3
1.2 Nghin cu chi tit th trng
Nghin cu khch hng mc tiu
Nghin cu sn phm
Nghin cu h thng phn phi
Nghin cu i tc, v i th cnh tranh
Nghin cu cung cu th trng (v d bo
xu hng gi c thi gian ti).
Nghin cu sn phm
Cht lng sn phm
L yu t quyt nh s sng cn ca doanh nghip
Sn phm phi m bo cc tnh nng k thut, cng
dng, trn c s nhu cu ca khch hng.
Phm vi s dng ca sn phm
Th hin nhiu cng dng khc nhau ca sn phm
Gip doanh nghip tng lng cu v m rng th
trng.
Nghin cu sn phm
Nng lc cnh tranh ca sn phm
cnh tranh tt, ngoi cht lng, sn phm phi
bao gm cc ch tiu khc nh dch v i km, iu
kin s dng m bo li ch ca ngi tiu dng
v li ch x hi.
Nghin cu h thng phn phi
Ni dung nghin cu phn phi
Nghin cu mng li phn phi i vi sn phm
tng t (nu c)
Nghin cu cc trung gian phn phi
Xc nh chin lc phn phi m cc i th ang
s dng
Nghin cu i tc, i th
Nghin cu i tc
Tm hiu cc i tc truyn thng
Tm hiu i tc chin lc, vn chuyn,...
La chn cc i tc ph hp
Nghin cu i tc, i th
Ni dung nghin cu cnh tranh
Pht hin i th cnh tranh cu cng ty
Pht hin chin lc ca i th cnh tranh
Xc nh mc tiu ca i th cnh tranh
Xc nh im mnh, im yu ca i th cnh tranh
nh gi cch phn ng ca i th cnh tranh
Thit k h thng thng tin tnh bo
La chn i th cnh tranh tn cng v n trnh
4
Cung cu th trng
Xc nh quy m th trng
L vic xc nh lng cu ca th trng v mt
hng ha c th.
Lng cu ca th trng (dung lng th trng):
Dung lng th trng l khi lng hng ha c th bn
c trn mt phm vi th trng trong mt thi k nht nh,
thng l 1 nm.
Cng thc tnh dung lng th trng:
DLTT = (Sn xut + TK u k TK cui k) + NK - XK
Cung cu th trng
c tnh lng cung v d bo xu hng gi
c tnh lng cung ca th trng
D tnh lng cung ca doanh nghip
D bo xu hng gi ca th trng
...
1.3 Nghin cu cc ro cn mi trng
Kh khn khi tip cn th trng nc ngoi
Khong cch a l
Khc bit v th ch, php lut
Tp qun v thi quen trong kinh doanh
Ro cn v tm l, giao tip
Thi , thin ch, mi quan tm ca ngi tr li
Bt ng v ngn ng, vn ha
1.3 Nghin cu cc ro cn mi trng
Kh khn khi tip cn th trng nc ngoi
Vn nhn lc
Chi ph thc hin
chnh xc v tin cy ca kt qu nghin cu th
trng
2. Phng php nghin cu th trng 2. Phng php nghin cu th trng
2.1 Quy trnh nghin cu th trng
Bc 1: Xc nh vn nghin cu
Bc 2: Lp k hoch nghin cu
Bc 3: Thu thp thng tin
Bc 4: X l thng tin
Bc 5: Bo co kt qu nghin cu
Bc 6: Ra quyt nh marketing
5
2. Phng php nghin cu th trng
2.2 Cc phng php nh tnh
Nghin cu nh tnh l bc thu thp thng tin s
cp u tin
Thng qua nghin cu nh tnh, ngi tiu dng bc
l v (hoc) chia s ngh ca mnh mt cch t
nhin hng vo vn nghin cu.
Nhm tr li cc cu hi:
Ai? Ci g? Ti sao? Nh th no?
2.2 Cc phng php nh tnh
Quan st (Observation)
Phng vn
Phng vn c nhn (In-depth interview)
Phng vn nhm (Focus group)
Phng vn chuyn gia
Quan st
Quan st l phng php ghi li c kim sot cc s
kin hoc cc hnh vi ng x ca con ngi.
Quan st trc tip Quan st gin tip
Quan st ngu trang Quan st cng khai
Cng c quan st
Gic quan ca con ngi
Thit b h tr: my m, my qut, chip in t
Quan st
u im
Thng tin chnh xc v hnh vi NTD
Kt hp tt vi phng php khc kim tra cho
Nhc im
Khng tnh tnh i din cho tng th
Khng thu thp c cc yu t ng sau hnh vi nh ng
c, thi
2.3 Cc phng php nh lng
Trn c s nhng thng tin thu thp c t phng
vn su, DN cn tin hnh nghin cu trn din rng
nh gi, c lng v quy m, khi lng, tn
sut, mc ca cc vn c lin quan.
Nhm tr li cc cu hi:
Bao nhiu? Bao lu? u? Khi no?
2.3 Cc phng php nh lng
iu tra v kho st (Survey)
Thc nghim (Experimentation)
M phng (Modelization)
6
iu tra qua bng hi (lm survey)
Bc 1: La chn mu
Bc 2: c lng kt qu
Bc 3: Lp bng hi
La chn mu:
Xc nh tng th chung
Xc nh khung chn mu (danh sch chn mu)
La chn phng php chn mu
Xc nh ch th (cch thc) la chn n v mu
Phng php chn mu
Chn mu ngu nhin (chn mu xc sut)
Chn mu ngu nhin n gian: Lp danh sch random
Chn mu ngu nhin h thng: Dng DTD vi h s k
Chn mu c khi: Lp danh sch Chn ly cc khi
Chn mu nhiu giai on: Chn n v mu tng cp
Chn mu phi ngu nhin (phi xc sut)
Chn mu thun tin
Chn mu phn on
c lng kt qu:
Sai s khi c lng kt qu ln mu tng th, khi mu iu
tra ch mang tnh i din:
= t. p(1-p)/n
Trong : t = 1,96 ; n l s mu iu tra
p l kt qu iu tra vi mu
Xc nh quy m mu iu tra
n = p(1-p) . t
2
/
2
. t
2
/
2
Thit k bng cu hi
Xc nh cc nhm thng tin cn thu thp
Son tho v nh gi s b bng cu hi
Thit k cu trc bng cu hi
R sot v hnh thc bng cu hi
Th nghim v hon chnh bng cu hi.
Cu trc bng hi
Phn m u: Gii thiu, to thin cm...
Nhm cu hi sng lc
Nhm cu hi chnh
Cu hi hm nng
Cu hi c th
Nhm cu hi phn loi
Li cm n
7
Thit k bng cu hi
Mt s yu cu i vi bng cu hi
Cc cu hi ngn gn, r rng, d hiu
Th t hp l, ch dn r rng
Cc cu hi cn i t n gin n phc tp
Trnh cc cu qu phc tp hay phi huy ng tr
nh qu nhiu
Khng t 2 cu hi trong cng mt cu
Thit k bng cu hi
Trnh nhng cu hi gy tr ngi (tui tc, thu
nhp) ngay phn u
Trnh cc cu hi gi cu tr li: cch din t
phi mang tnh trung lp, khng p t
Trnh cc cu hi dng ph nh, m h, t gi
thuyt, ti ngha hay a ngha
Thit k bng cu hi
Trnh cc cu hi da theo gi tr x hi xc
nhn
Khng nn s dng nhiu cu hi m (dng Ti
sao?) hay cc cu dng C/Khng
C th dng cc cu hi tr hnh xo tm l e
ngi ca ngi tr li
Thit k bng cu hi
Mt s dng cu hi ng
Phn i: C / Khng
Nhiu phng n: Single choice, Multiple choice
Thang Likert
Thang tm quan trng thuc tnh
Thang nh gi thuc tnh
Thang nh mua
1
Bi ging
Marketing quc t
Chuyn 7: Cc quyt nh marketing quc t
Trng i hc Ngoi thng
Cc quyt nh lin quan n sn phm 1
Cc quyt nh lin quan n gi 2
Cc quyt nh lin quan n phn phi 3
Cc quyt nh lin quan n xc tin 4
Cc quyt nh
lin quan n sn phm
1
1.1 Mt s vn lin quan n SP XK
Tiu chun ho, c bit ho SP
Cc hng tip cn TT nc ngoi
Xut khu nguyn mu ra TT ln cn
Ci tin SP ni a
Thit k mi SP khc bit
Thit k SP tiu chun ho
Tiu chun ho (product standardization)
Khai thc li th ca TT ton cu (s tng ng)
Lm tng xu th ton cu ho v ng nht ho
Cho php sn xut hng lot, m rng quy m
Cht lng SP c nng cao do tiu chun ho
C bit ho (product adaptation)
Do s a dng ca nhu cu th trng
Do s khc bit v trnh kinh t, cng ngh
Do nhng ro cn t chnh sch ca chnh ph
Do s khc bit v vn ho ca TT nc ngoi
2
Cc h thng m ho SP
H thng UPC (Universal Product Code)
Hi ng m thng nht M UCC (Uniform Code
Council, Inc.), c s dng t nm 1974
Hin vn ang s dng M v Canada.
Cc h thng m ho SP
H thng EAN (European Article Number)
Sng lp bi 12 nc chu u nm 1974
Nhanh chng c p dng hu ht cc nc
T nm 1977, EAN tr thnh mt t chc quc t
vi tn gi EAN quc t (EAN International)
EAN cho sn phm bn l c hai loi: EAN-13 v
EAN-8
Cc h thng m ho SP
EAN-13
NNNMMMMM I I I I C
N: M quc gia (2 hoc 3 ch s)
M: M doanh nghip (4, 5, hoc 6 ch s)
I: M sn phm (5, 4 hoc 3 ch s)
C: M kim tra
Cc h thng m ho SP
EAN-8
NNN I I I I C
N: M quc gia (2 hoc 3 ch s)
I: M sn phm (5 hoc 4 ch s)
C: M kim tra
Cc tiu chun lin quan n SP
ISO 9000
L b tiu chun quc t v h thng qun l CL
p dng cho mi mi loi hnh t chc, DN
B ISO 9000 gm cc tiu chun c bn:
ISO 9000:2005 H thng qun l CL - C s v t vng
ISO 9001:2008 H thng qun l CL - Cc yu cu
ISO 9004:2009 Qun l t chc thnh cng bn vng
ISO 19011:2011 Hng dn nh gi cc h thng q.l
3
ISO 9000
ISO 14000
L b tiu chun v qun l mi trng
Nhm gim thiu tc ng gy tn hi mi trng.
ISO 14001:2004/Cor.1: 2009 H thng qun l mi
trng - Cc yu cu v hng dn s dng
TCVN ISO 14001:2010 H thng qun l mi
trng Cc yu cu v hng dn s dng.
SA 8000
Do Social Accountability International (SAI) pht
trin v gim st.
L mt h thng cc tiu chun trch nhim gii
trnh x hi hon thin cc iu kin lm vic
cho ngi lao ng ti cc doanh nghip.
Lao ng tr em, phn bit i x, k lut lao ng,
lng v quyn li khc, quan h cng ng, qun l...
Cc h thng qun l sn xut
KAIZEN
Kai - "Thay i , Zen - "Tt hn", ngha l "Thay
i tt hn" hoc "Ci tin lin tc.
Kaizen khng phi l mt cng c k thut m l
trit l qun l.
KAIZEN (Quy trnh theo PDCA)
B1: La chn ch (cng vic, b phn...) (P)
B2: Tm hiu hin trng v xc nh mc tiu (P)
B3: Phn tch d kin thu thp xc nh nguyn
nhn (P)
B4: Xc nh bin php thc hin trn c s phn
tch d liu (P)
KAIZEN (Quy trnh theo PDCA)
B5: Thc hin bin php (D)
B6: Xc nhn kt qu thc hin (C)
B7: Xy dng hoc sa i cc tiu chun
phng nga ti din (A)
B8: Xem xt cc qu trnh trn v xc nh d n
tip theo (A)
4
5S
5S
Sng lc
Sp xp
Sch s
Sn sc
Sn sng
Cc loi sn phm trong doanh nghip
Sn phm ch o (Leader Product)
Sn phm tin phong (Locomotive Product)
Sn phm chin thut (Tactic Product)
Sn phm ch o (Leader Product)
L sn phm quyt nh n thnh cng v tht bi
ca cng ty
Thu ht c nhiu khch hng nht
m bo mc li nhun cao nht
To ra bc t ph mi trong kinh doanh
To nn tn tui, hnh nh v danh ting cho DN
Sn phm tin phong (SP u tu)
L sn phm i tin phong ko theo nhng sn
phm khc
L sn phm tiu th c hiu qu
Cng c thng hiu v li th cnh tranh cho
doanh nghip
Trong mt s trng hp, chnh l SP ch o
Sn phm chin thut
ng vai tr h tr cho vic m rng khch hng
Gp phn tng doanh s v li nhun
Tn dng nguyn liu, nh xng, my mc
Doanh s v li nhun thu c thng khng ln
5
1.2 Vng i sn phm quc t
Khi nim: (International Product Life Cycle
- IPLC) l khong thi gian bt u khi sn
phm c tung ra th trng nc xut
khu (khi xng), tri qua mt s giai
on cho ti khi sn phm c xut khu
ngc tr li t nc ang pht trin sang
nc khi xng v cc nc pht trin.
IPLC c nghin cu vi 3 nhm nc:
Nc khi xng (A)
Nhm cc nc pht trin khc (B)
Nhm cc nc ang pht trin (C)
IPLC ng vi cc SP hon ton mi trn
ton th gii
IPLC chia lm 5 pha, s phn chia gia
cc pha ch l tng i
Cc giai on ca IPLC
Pha 0 (giai on 1): i mi trong nc
Pha 1 (gian on 2): i mi ngoi nc
Pha 2 (giai on 3): Tng trng v chn mui
Pha 3(giai on 4): i mi trn ton th gii
Pha 4 (giai on 5): i mi ngc chiu
Pha 0: i mi trong nc
SP c sn xut v tiu th ti TT nc khi xng
SP, thng din ra ti cc nc pht trin c vn v
thu nhp cao, c bit l M
SP ch bn trong nc, khng c XNK SP tng t
Cc i th trong th trng ni a
Th trng mc tiu l nc khi xng
Chi ph SX cao do phi u t, R&D
Pha 1: i mi ngoi nc
Sn phm bt u c xut khu sang cc nc
pht trin khc
Chi ph SX nh do li th SX theo quy m
DN ca cc nc khi xng cnh tranh vi nhau v
cc DN khc cc nc pht trin
Th trng mc tiu l: cc nc pht trin v phn
cn li ca nc khi xng
Vo cui pha ny XK tng mnh
6
Pha 2: Tng trng v chn mui
Xut khu ca nc khi xng tng nhanh v t
mc cao nht
SP bt u c sn xut nc ngoi
Th trng mc tiu l: cc nc pht trin v mt s
nc ang pht trin (NICs)
Pha 3: i mi trn ton th gii
SP c bt chc SX trn ton th gii
Xut khu ca nc khi xng gim mnh v bt
u bc vo suy thoi.
Gim mnh do c s tham gia ca nc ang pht
trin
Th trng mc tiu l cc nc ang p/trin
Cng ty ca nc khi xng thu hp SX, chuyn
sang tm kim SP khc
Pha 4: i mi ngc chiu
Nc khi xng SP khng cn xut khu sn phm
Sn phm c xut khu tr li nc khi xng
theo hng i mi ngc chiu
Th trng mc tiu l nc khi xng sn phm.
Chi ph sn xut tng
Cc pha XNK Th trng mc
tiu
Cc i th cnh
tranh
Chi ph sn
xut
Pha 0 XNK = 0 Nc khi xng L cc i th trong
th trng ni a
Rt cao, do qui m
sx cn nh
Pha 1 XK ca nc khi
xng pht trin
nhanh
Cc nc pht
trin v phn cn
li ca nc khi
xng
DN ca cc nc khi
xng cnh tranh vi
nhau v cc DN khc
cc nc pht trin
Gim nh
Pha 2 XK nc khi
xng n nh
Cc nc pht
trin v mt phn
ca cc nc cng
nghip mi
(Nt) n nh, cui pha
ny DN nc khi
xng tin hnh
chuyn giao CN
sang nc CN mi
Pha 3 XK nc khi
xng gim mnh
Cc nc ang
pht trin
DN ca cc nc
cnh tranh vi DN
thuc nhm CN mi
Gim mnh do c
s tham gia ca
nc ang pht
trin
Pha 4 Nhp khu nc
khi xng tng
mnh
Nc khi xng DN ca cc nc
ang pht trin cnh
tranh trong vic XK
hng ho tr li nc
khi xng
Tng v phi qun
l cht ch hn
ngha ca vic nghin cu IPLC
IPLC p dng ph bin cho cc SP cng nghip, c
bit l nhng SP c hm lng cng ngh cao
IPLC ch ra quy trnh 6 bc xut khu sn phm
IPLC ko di hn so vi NPLC
Trong IPLC, chuyn giao cng ngh din ra trong 2
pha: pha 2 t nc A sang nc B v pha 3 t A
sang C.
1.4 Nhn hiu v bao b hng ho
Khi nim bao b
Bao b l tt c nhng vt liu cha ng v
bao bc sn phm, gm bao b bn trong v
bao b bn ngoi.
7
Chc nng ca bao b
Nhm chc nng ni ti:
Bo v
Duy tr
Mang vc
Cn i
Sn sng
Nhm chc nng Marketing:
Gii thiu
Xc tin bn hng
Nhn hiu hng ho
iu 4, lut SHTT 2005
Nhn hiu l du hiu dng phn bit
hng ho, dch v ca cc t chc, c nhn
khc nhau.
Nhn hiu hng ho
iu 72, lut SHTT 2005: Nhn hiu c bo
h nu p ng cc iu kin sau y:
L du hiu nhn thy c di dng ch ci, t
ng, hnh v, hnh nh, k c hnh ba chiu hoc
s kt hp cc yu t , c th hin bng mt
hoc nhiu mu sc;
C kh nng phn bit hng ho, dch v ca ch
s hu nhn hiu vi hng ho, dch v ca ch
th khc.
Yu cu i vi nhn hiu
Ngn gn
D c d nh
Gi m n sn phm
Sn sng c quc t ho
ng k bo h nhn hiu
Nm 2008, Vit Nam c 400.000 doanh nghip.
Ch c 15.000 nhn hiu c ng k.
1.3 Qun tr v pht trin sn phm
Pht trin sn phm mi
B1: Hnh thnh tng sn phm mi
B2: Tuyn chn tng
B3: Lp lun chng kinh t k thut
B4: Thit k mu v tuyn chn mu SP mi
B5: Sn xut th
B6: Bn th
8
1.3 Qun tr v pht trin sn phm
Thng mi ho sn phm
Bao b, ng gi sn phm
Thng hiu sn phm
Xy dng h thng phn phi ti u
Qung co quc t v cc hot ng xc tin
khc...
Cc quyt nh
lin quan n gi
2
2. Cc quyt nh lin quan n gi
Chin lc gi trong giai on thm nhp
Chin lc gi ht vng (Skimming Pricing)
L chin lc nh gi cao ngay t khi tung sn phm ra
th trng nhm mc tiu thu c li nhun cao.
iu kin p dng gi ht vng
SP hon ton mi vi th trng,c hm lng CN cao,
kt cu phc tp, kh bt chc
Sn phm mi l, c o
nh gi cao em li n tng sn phm c cht lng
DN c quyn c cng ngh.
Chin lc gi trong giai on thm nhp
Chin lc gi tn cng (Penetration Pricing)
L chin lc nh gi thp ngay t khi tung sn phm ra
th trng nhm mc tiu tng doanh s v th phn.
iu kin p dng gi tn cng
Sn phm c kt cu n gin, d bt chc.
Khi th trng xut hin i th cnh tranh
Khi doanh nghip cn m rng th trng
Chin lc gi trong giai on tng trng
v chn mui
Chin lc gi phn bit
Theo nhm khch hng
Theo nguyn tc a l
Theo iu kin giao hng...
Chin lc gi theo tm l khch hng
nh gi theo con s l
nh gi theo con s chn
Chin lc gi theo tm l khch hng
nh gi theo con s l
Wave Alpha: 11.990.000 ng
Lm cho NTD cm thy mc gi c xu hng r i
p dng vi hng tiu dng thng xuyn.
nh gi theo con s chn
To cm gic phng khong i vi vic mua sm
p dng vi hng ha xa x.
9
Chin lc gi trong giai on tng trng
v chn mui
Cc chin lc gi duy tr th trng
Chit gi
Gim gi
Tng gi
Mt s chin lc gi c bit
nh gi theo ma v
nh gi hu dit
Xc nh mc tiu ca chnh sch gi
Xc nh chi ph
D bo cu & lng bn
Xc nh gi cnh tranh
Quyt nh mc gi quc t ti u
Tip cn khch hng bng m phn Tip cn khch hng bng m phn
Thc hin iu chnh cn thit
3. Cc quyt nh lin quan n phn phi
Cc t chc b tr
Thnh phn tham gia vo
knh phn phi quc t
Khng tham gia m phn C thc hin m phn
Thnh vin ca knh Marketing
Nh
sn
xut
Ngi
tiu
dng
cui
cng
Trung
gian
Cty
Vn
ti
Cty
Kho
hng
Cty
ti
chnh
Cty
Bo
him
Cty
nghin
cu
MKT
Nh sn
xut trong
nc
Ngi tiu
dng nc
ngoi
Ngi
bn bun
trong
nc
Cng ty qun
l xut khu
hoc lc
lng bn hng
ca cng ty
Nh
xut
khu
Nh
nhp
khu
i l hoc
ngi bn
bun nc
ngoi
Ngi
bn l
nc
ngoi
Chin lc phn phi c quyn
Khi nim
L chin lc phn phi trong doanh
nghip la chn mi mt trung gian duy
nht ti mt khu vc th trng nht nh.
Chin lc phn phi c quyn
c im
Thng i km vi hot ng bn hng c quyn
Trung gian c quyn khng c php bn hng ca
i th cnh tranh
p dng khi nh sn xut mun duy tr phn ln vic
kim sot hot ng phn phi
Chin lc ny gip tn to hnh nh ca doanh nghip
p dng ph bin trong cc ngnh t, thit b,
hng chuyn doanh, hng cao cp, hng xa x
10
Chin lc phn phi chn lc
Khi nim
L chin lc phn phi trong , doanh
nghip s chn lc, tm kim v s dng
mt s trung gian ph hp nht, phc v
cho hot ng phn phi hng ha trn th
trng.
Chin lc phn phi chn lc
c im
Gip doanh nghip pht trin mi quan h vi nhng
trung gian ph hp nht
Mc kim sot th trng cao hn trong khi tit kim
chi ph hn phn phi tp trung.
Thng s dng i vi hng lu bn (qun o, in
gia dng, mt s mt hng m phm, thi trang, in
thoi...)
Chin lc phn phi tp trung
Khi nim
Cn gi l chin lc phn phi mnh, cng ty c gng
a cng nhiu sn phm vo cng nhiu th trng
cng tt bng cch s dng ti a cc thnh phn trung
gian trn th trng tham gia phn phi.
c im
Thng p dng i vi hng tiu dng thng xuyn.

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